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FTMBA 2019_I Strategic Brand Management

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Organisatorische Informationen Kursbeschreibung
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generalinformation open Allgemeine Angaben

Lehrveranstaltungsnummer:
0800048
Kursbezeichnung (Deutsch):
FTMBA 2019_I Strategic Brand Management
Kursbezeichnung (Englisch):
FTMBA 2019_I Strategic Brand Management
Art des Kurses:
Wahl
Veranstaltungsart:
FT MBA LV
Semester:
HS 2018
Geplante Lernergebnisse und Kompetenzen (Deutsch):
The main objectives of this course are to walk through the steps required to build and leverage brand assets and create enduring competitive advantage. In doing this, the course has six underlying objectives.

Students who attend the course should know…

  1. about the importance of brands to consumers, brand manufacturers, and retailers.
  2. how to craft an effective brand positioning.
  3. how to build and strengthen a brand.
  4. how to build and structure a portfolio of brands.
  5. how to grow a brand/with brands.
  6. how to evaluate the equity and the value of brands.

We will elaborate on appropriate theories, models and tools to make better branding decisions and strategies to build a brand. We will further learn how to address the most challenging issues companies face in creating and sustaining strong brands by using current thinking on strategic brand management.

Geplante Lernergebnisse und Kompetenzen (Englisch):
The main objectives of this course are to walk through the steps required to build and leverage brand assets and create enduring competitive advantage. In doing this, the course has six underlying objectives.

Students who attend the course should know…

  1. about the importance of brands to consumers, brand manufacturers, and retailers.
  2. how to craft an effective brand positioning.
  3. how to build and strengthen a brand.
  4. how to build and structure a portfolio of brands.
  5. how to grow a brand/with brands.
  6. how to evaluate the equity and the value of brands.

We will elaborate on appropriate theories, models and tools to make better branding decisions and strategies to build a brand. We will further learn how to address the most challenging issues companies face in creating and sustaining strong brands by using current thinking on strategic brand management.

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